The week in content marketing with strategist Lieu Pham
This week, we’re into all things tech, with virtual reality being celebrated in the arts scene, live-stream videos in the cooking world and the power of the human experience in the digital B2B environment. In other news, we learn how marketers are trying to make sense of big data, and we get schooled on cutting down paid ad spend using three analytics tools.
Google Analytics helps us to pull out audience behaviour data, but if we don’t understand why the behaviours occur, we may make questionable assumptions about the user experience. Audiences could be spending longer on a revamped web page, but this may not mean they’re engaging more deeply with the content. CMI’s Melissa Eggleston explains the importance of integrating both qualitative and quantitative research to get a 360-degree view of your site’s usability.
As brands go beyond social media platforms to tell stories and deliver experiences, virtual reality has become the next big branding tool. VR studio Kaleidoscope partnered with Wired magazine to celebrate the filmmakers and artists who are providing immersive experiences in an environment once dominated by gaming.
Make technology work for you. Three analytics tools – Google Search Console, Google AdWords and Google Analytics – can be used together to compare paid and organic search performance and optimise search spend. Chris Liversidge from Search Engine Land focuses on combining device segmentation and AdWords data to form the heart of a valuable SEO strategy.
Today’s B2B buyer cycle operates more like internet dating than a face-to-face courtship, with many businesses and customers meeting for the first time online. Emotional content is vital for recreating that elusive connection which traditionally existed in the physical world. By balancing information and emotional content, business marketers can move B2B prospects through the buyer journey. But what content works best at each stage? Ad Age provides us with some great advice.
If you’re a foodie, you’ve probably heard of Tastemade, a digital food and travel network for on-the-go lifestyle enthusiasts. The heat is on for the increasing number of lifestyle publications on the web, so to keep things fresh Tastemade plans to launch 100 live-streaming videos every month on Facebook for their ‘always-on’ audience. The publisher says the programs will run for 10 to 60 minutes each, which is longer than the usual Facebook video.
With paid ads taking up more and more space in our FB feeds, users are moving over to Snapchat and Insta to share personal events. While Facebook audiences are still posting non-personal content, like HuffPost articles and BuzzFeed videos, FB is worrying about the long-term effects of “context collapse” on the social network. Patricio Robles from Econsultancy looks at the good, the bad and the ugly future for brand advertising on Facebook, should the level of personal connection continue to fall.
General Electric may be 125 years old, but when it comes to innovation the company excels way beyond its state-of-the-art product offerings. GE’s early adoption of video content, creative thinking and modern media can provide some valuable lessons for brands wanting to become disruptors in their industry. Here are five principles your brand must implement to become a forward-thinker.
Ever since Netflix began offering original television shows, the streaming platform has been releasing full seasons in one go, which is perfect for the binge-watching era. HBO, on the other hand, continues to release content on a weekly basis, much like the traditional TV-series model. Both strategies meet certain audience needs, but which model is the best for content marketing strategies? Deren Baker, CEO of Jumpshot, provides three content-release scenarios that could improve brand awareness and engagement.
The numbers are in – as you’ve probably guessed, online video is full-steam ahead. While Instagram and Snapchat are creeping up slowly behind the two video giants, Facebook and YouTube remain the top choices to house and amplify video content. With both platforms still growing significantly, Moz and Wolfgang Digital settle the battle once and for all. Check out which network can deliver the best value opportunities for your video campaigns when it comes to impressions, engagement and cost per thousand (CPM).
Founder: Lieu Pham
Editor: Julia Mulcahy
Design: Lilli Hagan
Sub-Editor: Suzannah Pearce
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